Roku, which entered the integrated TV sector about two years ago, said Roku TVs now account for 13% of all U.S. smart TV sales, or one out of eight smart TV purchases, citing new TV shipment data from IHS.

As of December 2016, following a launch in Mexico, there were 100 Roku TV models available in North America, Roku said. In 2017, Roku said it expects to see a 50% surge in models, anticipating there will be 150 Roku TV models to be available to consumers in the region.